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 Contents

It all began 30 years ago 3

Sacred Cows key figures 4
Sacred Cows Group 5
Recent projects 7
Company Details 10
It all began some 30 years ago.....
The idea of working together as a Our aim is to be the catalyst for
family in business has been an change. We want to be seen as thought
inspiration almost since birth. leaders, focused on inspiring a
diversely creative team that conceives
original ideas for our clients. We
believe in excellence through
dedication. And, that ingenuity and
quality can live hand in hand with
enjoyment and profitability.

Founding directors Nova Alexander

and Delroy Alexander are the sister
and brother team that drive the
organisation forward, supported by
several family members.

Sacred Cows Group is the realisation This collective vision, management

of a lifelong dream to build a skill and long-standing desire has
sustainable future for ourselves and made Sacred Cows Group a reality.
our families.
As part of the commitment to
Incorporated in Saint Lucia, Sacred developing the youth of St. Lucia, we
Cows Group is the development of are also behind the creation of the
more than 30 years work. Sacred Sports Foundation, a registered
non-profit charity that seeks to create
Headquartered in Castries, the exceptional sports programmes for
company is a broad-based project local youth.
management, media relations, tourism,
promotions, event and sport Our message is simple; be bold,
management company with extensive creative, original and driven to
reach in Europe, Africa, North succeed, while enjoying a culturally
America and the Caribbean. diverse approach to business and life.

3

Nova Alexander
Sacred Cows Managing
Director Nova Alexander has
a seasoned track record in
sports, tourism and event
management and is also
founding director of the Sacred
Sports Foundation, (a
subsidiary of Sacred Cows
Group Ltd) a St. Lucia based
charity established to provide
developmental programmes
through sports for
disadvantaged youth.
Her hotel management
experience has enabled her to
train and develop young men
and women in Saint Lucia,
Antigua, Jamaica, Barbados,
Trinidad & Tobago and
Martinique.
She has worked all over the
world in rebranding and
positioning destinations and
hotels, including running
National Tourism Offices for
destinations such as Trinidad &
Tobago and The Fiji Islands.
Nova was instrumental in
developing several sports
tourism projects. During the
2006 Football World Cup, she
handled a number of high
profile events that resulted in
over £2.8 billion in advertising
value and media coverage.
KEY FIGURES
Delroy Alexander
Joint Managing Director
Delroy Alexander is a
Pulitzer Prize nominee
financial journalist,
management consultant and
crisis management specialist.
He has worked in the US,
UK, North Africa, Eastern
Europe and the Caribbean on
a range of developmental
projects, bringing to bare a
keen analytical mind,
excellent promotional skills
and organisational analysis.
As a crisis management
consultant, he has worked
with several leading
international companies
helping develop event related
media management. In 2007
he helped turnaround one of
the largest media groups in
the Arab -speaking world and
is consultant to a leading US-
government funded project in
Eastern Europe.
During five years as a senior
Chicago Tribune business
and investigative journalist he
covered some of the largest
corporations in the world.
He has also worked for the
BBC and the Financial Times
Keith Alexander
Technical director Keith
Alexander is a professional
football executive and a
former St. Lucia national
football player. He is
currently the manager of
English League Division II
club Macclesfield Town.
He is a FIFA Pro-licensed
coach and a director of the
Sacred Sports Foundation.
Keith was recently voted one
of the century’s most
influential black people in
English football, among
leading figures such as Lord
Herman Ouseley, John
Barnes, Rio Ferdinand, Paul
Ince and Ian Wright.
As the longest serving coach
of colour in the English
professional game, he is
among a handful of black
coaches in Europe qualified
to manage anywhere in the
world.
His eldest son, Matthew, is a
FIFA licensed football agent,
whilst another son Paul, is a
tourism executive and sports
coach. He was also an early
graduate of the League
Manager Association's
certificate in applied
management at Warwick 4
University.
S
acred Cows Group was incorporated in 2008 with the vision of utilizing our collective
project management, communication, tourism and technical development skills to
establish a thought leading local organization of international standard.

A hallmark of the Sacred Cows approach is the experience, understanding and knowledge of
all facets of event and programme management projects, using the combined talents of an
international network of people developed over more than three decades of work.

Assembling expertise and managing projects is a unique skill that has enabled the Sacred
Cows team to successfully carry out a range of complex tasks to exceed client expectations
and deliver cost effective project solutions.

Sacred Cows Group is 100% owned and operated by St. Lucians and its directors sport,
project management, tourism, media and promotional experience and organisational skills
are being utilized by a range of local and international organisations.

SACRED
SACRED
SPORTS
COWS FOUNDATION
GROUP

SACRED SACRED SACRED SACRED

EVENTS ADVERTISING MEDIA MARKETING

SACRED EVENTS

The Sacred Events team has worked with a
wide range of corporate clients, from
Governments to hotels and blue chip
corporations, including Trinidad &
Tobago, EU and leading universities in a
bid to help organise effective and
individually-tailored special events.
We’ve pulled rabbits out of hats, put stars
on stages and arranged senior management
meetings in the most exotic locations.
We’ve helped raise money for non-profits
and produced grand openings for cutting
edge tourism destinations.

“Our philosophy is simple, to

produce well run, interesting and
effective events with style and 5
within budget.”
SACRED MEDIA

Our media and public relations specialises in extensive

proactive and reactive interventions. We combine high
level strategic operations advice with excellent news SACRED SPORTS
judgement, news management and external
communications experience. Sacred Sports Foundation is
a non-profit, legally
Led by a leading former journalist, who has advised at registered charity based in
executive board level, the company has broad experience St. Lucia-West Indies, that
working with the public and private sectors. is economically, politically
and religiously
Always calm under the most intense pressure, we offer the independent. The
full range or rapport-building, with regional, national and Foundation is focused on
international media, detailed crisis management and development through sport
effective change communications. in the Caribbean.

We pride ourselves on bespoke solutions to complex The Foundation seeks to

challenges, achieving corporate objectives and improved create exceptional
reputation management. programmes across all
sporting disciplines for
SACRED MARKETING primarily young school-age
boys and girls.
We are focused on organising promotions with regional,
national and international reach to enhance the brands, We provide international
help create sales and support strategic marketing coaches and mentors, to
programmes in a cost-effective way. help young participants
build skills with an
We have run promotions on behalf of companies, and emphasis on fun,
nation states, increasing market presence and sales, driving sportsmanship, teamwork
traffic, increasing pull-through and collecting data for and personal development.
clients' CRM programmes.
Our message will be to
We have conceived and organised promotions for leading promote a positive outlook
brands and their agencies. We also provide the full range on life and the future.
of contract publishing, linking between a company and its
customers. Our aims are:
SACRED ADVERTISING
The development of
sport in
We deliver creative cutting edge work, within the communities.
boundaries set by our clients. Creative to make our clients
The development of
more successful. Our staff work with clients to win the communities
hearts and minds of customers. through sport.

For us, relationships are all important.

Building strong relationships with our clients are essential.
We focus on understanding your business and its goals. Forging that bond allows us to
measure our performance in better campaigns and results for the people we work with.
6
 RECENT PROJECTS

MANAGING SPORTS AND EVENTS IN ST. LUCIA:

BUILDING COMMUNITIES AND PLANNING FOR THE FUTURE

During the second half of 2009, the Sacred Cows Group (SCG) successfully completed a
European Union-funded and Government of St. Lucia-backed project to create a new Sports
Coaching Development Programme designed to improve sports in St. Lucia.

Working intensively with four key sports; football, cricket, netball and volleyball, the
programme has helped sports become a more important feature on the development agenda.

SCG and its Sacred Sports Foundation, as the implementing project manager, has developed
a new National Sports Coaching Plan for St. Lucia. This EU-financed project has provided a
realistic five-year development framework for sporting participation in the Island, improving
sports administration and infusing new skills, techniques and expertise.

Sacred has also produced ground breaking manuals and modules for coaches in football,
cricket, netball and volleyball. Designed to complement existing literature, the manuals are
the first specifically designed for Caribbean coaches. They are both user-friendly and
comprehensive, offering clear programme guidelines in key technical, tactical and
physiological skill development from age seven through to senior and elite national team
performance levels.

The guidance is designed for coaches at all levels with the aim of establishing basic standards
of performance that can be monitored and directed by coaches from junior to national levels.

SACRED TEAM
1 2 3 4 5 6

7 8 9 10 11 12 13

1. NOVA ALEXANDER: SACRED MD, 2. DELROY ALEXANDER: SACRED MD, 3. KEITH ALEXANDER: FIFA PRO-LICENSED
MANAGER & TECHNICAL DIRECTOR, 4. RYAN COOMBS: PROJECT CO-ORDINATOR, 5. MARGARET FOSTER: NETBALL
EXPERT, 6. CESS PODD: FOOTBALL EXPERT, 7. DALEY THOMPSON: EX-OLYMPIC CHAMP, 8. ROGER HARPER: EX-WICB
CRICKET COAC , 9. MARK HARPER: CRICKET EXPERT, 10. ANTHONY BEKS: SPORTS PSYCHOLOGIST, 11. DR. TESS KAY:
YOUTH SPORT SPECIALIST, 12. DR. RUTH JEANES: POLICY SPECIALIST, 13. PROF. JOHN LYLE: SPORTS SCIENTIST.

7
PROJECT RESULTS

The Sports Coaching Development Programme also saw leading international coaches work
with more than 400 young people in the four core disciplines and some 120 coaches.
Internationally recognised coaches provided more than 250 direct coaching hours, with many
local coaches receiving more than 30 hours of instruction. Approximately 40% of the
coaching was in football instruction to some 50 coaches and more than 220 young girls and
boys.

A highlight of the coaching the coaches programme was an elite weekend, which saw top
coaches from all disciplines gain valuable instruction in key areas of sports development
from recognized thought leaders.

The project successfully produced a range of outputs including:

• A National Sports Coaching Plan, with special focus on football, cricket, netball and
volleyball.

• A Training Needs Assessment for each of the four key sports; soccer, cricket, netball
and volleyball.

• Training modules for national team managers for each of the four key sports; soccer,
cricket, netball and volleyball.

• Training manuals for each sport; cricket, soccer, netball and volleyball.

• The training of more than 120 coaches, team managers, individuals from national
teams, students and community sports men and women in the four sports. Along with
training elite coaches in each sport.

• Some 400 local youth from communities/clubs, schools and other institutions
throughout the island trained in cricket, football, netball and volleyball and provided
with the opportunity to channel their energies in a constructive non-criminal activities.

Sacred Cows Group is in negotiations to manage a substantial youth development programme

on the Island. This project is expected to begin in the Spring of 2010 for a two-year period.

CATALYST FOR CHANGE

The Sports Coaching Development Programme is a major step for St. Lucia and the
Caribbean region. One of the first sports project management programmes funded by the EU
using capital set aside for development in agricultural areas, the Programme aims to be a
catalyst for positive change. The project, and resulting deliverables, provide a unique
opportunity to address barriers to change, target hard to reach groups in agricultural areas and
model new attitudes and behaviours. Going forward strategies will be embedded in existing
programmes and policy areas to achieve success in the long-term and maximize benefits in
increased non-criminal activity and participation.

8
SACRED TEAM BACKGROUND

1) Sacred Cows Managing Director Nova Alexander has a seasoned track record in sports,
tourism and event management. She was instrumental in developing a number of sports
tourism projects in Trinidad & Tobago, The Fiji Islands, Kenya, Antigua and Saint Lucia.

2) Joint Managing Director Delroy Alexander is a Pulitzer Prize nominee financial journalist,
management consultant and crisis management specialist. He has worked in the US, Europe,
North Africa and the Caribbean on a range of organisational analysis and executive projects.

3) Technical Director Keith Alexander is a professional football executive in the UK and a

former St. Lucia national team player. Currently the manager of League Two club
Macclesfield Town, he is the longest serving black football club manager in the UK.

4) Programme Co-ordinator Ryan Coombs came to Sacred Cows from Bath University, one of
Europe’s leading sports universities. A coaching and teaching fellow, he is a performance
analyst and international project manager.

5) Specialist Netball Coach Margaret Foster is a former New Zealand selector and player. She
was the first woman awarded the Member of New Zealand Order of Merit for services to
netball in the Queen’s Birthday Honours’ 2009.

6) Specialist Football Coach Cess Podd was a professional player for Bradford City FC (14
years). He is a UEFA B Licensed coach and the ex-St. Vincent and the Grenadines (2003 –
2004) technical director of football. He is also the former St. Kitts & Nevis (1998 – 2001)
director of football.

7) Sports Ambassador Daley Thompson, the former two-time Olympic Decathlon champion,
was the first person ever to hold the World, Commonwealth, European and Olympic titles at
the same time. He had an unbeaten competition record for a total of 9 years.

8) Former West Indies Cricket Coach Roger Harper is widely regarded as one of the best all-
rounder’s ever produced by the West Indies. Harper was most recently the Stanford 20/20 St.
Lucia Pro Team manager.

9) Specialist Cricket Coach Mark Harper is an advanced level coach and was a senior cricket
professional. He was national cricket team coach for Turks & Caicos (2007-2008), Bermuda
(2001-2004), Guyana (2000- 2001) and Antigua (1997-1999).

10) Former Olympic swimmer Anthony Beks is a motivational speaker and sports psychologist
familiar with the pressures of competing at the highest levels of sport.

11) Needs Analysis Specialist Dr. Teresa Kay is Deputy Director of the Institute of Youth Sport
at Loughborough University and has a PhD in the area of sport and youth unemployment.

12) Youth Policy Specialist Dr. Ruth Jeanes is a Research Fellow in Youth Sport at the
University of Central Lancashire, focusing on the impact of youth sport policy on young
people.

13) National Coaching Plan Consultant Professor John Lyle is an Adjunct Professor of Sport
Coaching at the University of Queensland and a Visiting Professor of Sports Coaching at the
University of Abertay in Dundee. Most recently, he was Professor of Sports Coaching at the
Leeds Metropolitan University in England. He was an international team volleyball coach for
7 years. He is now a leading international sports policy adviser and consultant.
9
 SACRED COMPANY DETAILS

Organisation: Sacred Cows Group Ltd

Company Reg: No.2008/C363
Address: G.I.P.O. Box 2162, Gros Islet, St. Lucia.
Telephone: 1-758-450-0673
Fax: 1-758-450-0895
E-mail: nova@sacredcowsgroup.com
Websites : www.sacredcowsgroup.com & www.sacredsportsinc.com

Managing Director Managing Director

Nova Alexander Delroy Alexander, MCIJ

Sacred Cows Group is attempting to manage the impact of our business and travel efficiently
and in harmony with the environment. We actively seek to promote the use of recycled paper
and papers from sustainable forests. We encourage the segregation of waste and its disposal
via recycling processes.

10